Question 1

Because conclusive research is often quantitative in nature,it offers a means to confirm ideas through:

Accepted Answer

Conclusive research often involves using surveys or experiments to gather quantitative data that provides statistical evidence to confirm or refute an idea. In-depth interviews and qualitative data are often used in exploratory research, while informal analysis is not a rigorous method for confirming ideas.

Question 2

When the market research problem is not clearly defined,a researcher will likely engage in __________________ research.

Accepted Answer

Exploratory research is conducted when the problem is not clearly defined, and aims to gain insights and ideas to help formulate a more specific research problem. Data mining, survey, conclusive, and experimental research all require a clearly defined research problem.

Question 3

Recently,Google hired a team of economists to study consumers' online search behavior.This type of market research is a form of __________________ research.

Accepted Answer

The answer of Recently,Google hired a team of economists to...

Question 4

Social media monitoring,in-depth interviews,and focus groups are all ______________ research methods.

Accepted Answer

Social media monitoring, in-depth interviews, and focus groups are all examples of exploratory research methods, which are used to gather preliminary information and insights on a topic before conducting more formal and conclusive research. Data warehousing and syndicated marketing are not related to these research methods, and structured is not a correct option as these methods are typically unstructured and open-ended.

Question 5

Data collection begins:

Accepted Answer

Data collection should begin only after completing the research design process, which includes determining the research question, sampling methods, and data collection tools. This ensures that the data collection process is systematic, reliable, and valid. Starting data collection without a proper research design can result in biased or inconclusive results.

Question 6

Compared to secondary data,primary data:

Accepted Answer

The answer of Compared to secondary data,primary data:
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Question 7

Caroline needs to find information about income and age distribution in Orange County,California.The best source of secondary research of use to Caroline is likely to be:

Accepted Answer

Census data is the most reliable and accurate source for demographic information such as income and age distribution. The U.S. Census Bureau provides detailed demographic data for Orange County, California, which can be accessed through their website or at local government offices. Door-to-door surveys and focus group interviews may provide some insights, but they can be time-consuming and expensive. Syndicated data may not be specific to Orange County and may not be up-to-date. Sales invoices at public libraries are not likely to provide the required information.

Question 8

Using ________________,researchers ask questions,listen to and record responses,and ask additional questions based on initial responses.

Accepted Answer

In-depth interviews involve asking open-ended questions and allowing the respondent to expand on their answers. This allows researchers to gather rich and detailed data. It also allows for asking follow-up questions based on the initial response. Questionnaires do not allow for follow-up questions, experiments are not typically used for gathering qualitative data, primary data mining involves sifting through large amounts of data without direct interaction with respondents, and observation may not allow for clarification of responses.

Question 9

Which of the following research methods would be best in helping a marketer understand how people feel about a product or service on an individual,detailed level?

Accepted Answer

In-depth interviews would be the best choice for understanding how people feel about a product or service on an individual, detailed level. This method allows for open-ended questions and follow-up questions, allowing the interviewer to probe deeper into the participant's thoughts and feelings. It also allows the participant to share their opinions and experiences in their own words, rather than being limited by pre-determined survey questions or influenced by group dynamics in a focus group.

Question 10

When consumers are unable to articulate their experiences,____________ becomes particularly useful in understanding consumers' preferences.

Accepted Answer

When consumers are unable to articulate their experiences, observation becomes particularly useful in understanding their preferences. By observing their behavior and actions, researchers can gain insights into their preferences and decision-making processes, even if they are unable to express them verbally. While surveying and in-depth interviewing can also be useful research methods, they may not be as effective in situations where consumers are unable or unwilling to articulate their experiences. Primary data mining may also provide insights, but it is dependent on the data available and may not capture the nuances of consumer behavior in specific situations.

Question 11

_______________ confirms insights and provides a basis for taking a course of action.

Accepted Answer

Conclusive research is designed to confirm insights and provide a basis for taking a course of action. It involves collecting data that is statistically significant and can be used to make decisions with a high level of confidence. Primary data collection, qualitative data mining, exploratory research, and statistical sourcing may be used in the process of conducting conclusive research, but they are not sufficient on their own to provide the needed insights and basis for action.

Question 12

Conclusive research:

Accepted Answer

Conclusive research is meant to confirm insights and provide a basis for taking a course of action. It typically uses primary data collection methods such as surveys, experiments, or observational studies. While the conclusions reached may not always be 100% accurate, they are based on rigorous data analysis and are intended to be as reliable as possible. Focus group interviews may be used in conclusive research, but they are not a requirement for it. Data mining may be used to analyze the primary data collected, but it is not a method for conducting conclusive research.

Question 13

Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use ___________________ to gather this type of data.

Accepted Answer

Focus group interviews would be the best choice for Frederica to gather data on her customers' general feelings about upcoming fall fashions. This method would allow her to have a direct conversation with a small group of her customers and gather their opinions and insights on the matter. Door-to-door surveys would be time-consuming and may not yield enough responses, syndicated data may not be specific enough for her needs, sales invoices only show what customers have already purchased, and census data is not relevant to her specific business question.

Question 14

Recently,the number of students enrolled in the marketing program dropped while enrollment in the psychology program increased.The chair of the marketing department will probably use _______________________ as a first step to gain a better understanding of why enrollments are changing.

Accepted Answer

Exploratory research is typically used when there is a need to gain a better understanding of a situation or problem. In this case, the chair of the marketing department is trying to understand why enrollment in the marketing program has dropped while enrollment in the psychology program has increased. Exploratory research would be a good first step in this process, as it could help to identify potential factors contributing to these changes.

Question 15

Bianca's discount home furnishings store is in a strip mall.She wants to know what other businesses in the strip mall her customers visit when they come to her store.To collect information for this objective,Bianca will most likely use:

Accepted Answer

Observation is the best method for Bianca to use to collect information on what other businesses her customers visit in the strip mall. By observing her customers as they come and go from her store, she can make note of which other stores they are visiting. This method is non-intrusive and does not require the customer to disclose any information. It can also provide insight into customer behavior and decision-making processes. Other methods, such as door-to-door surveys or focus group interviews, may be more intrusive and time-consuming for both the customer and Bianca. Sales invoices would only provide information on what customers purchased from her store, and census data would not be specific enough to provide information about the strip mall.

Question 16

When consumers are _________________,observation becomes particularly useful in understanding consumers' preferences.

Accepted Answer

When consumers are unable to articulate their experiences, observation becomes particularly useful as it allows researchers to observe and analyze consumers' behavior, reactions and expressions in natural settings without relying on self-reporting. Options A, B, and D are not related to the effectiveness of observation in understanding consumers' preferences. Option E includes all options including incorrect ones.

Question 17

When the detailed opinions of a few industry experts or experienced consumers are needed,________________ are often the best exploratory research method.

Accepted Answer

In-depth interviews allow for a more detailed and personal exploration of opinions and experiences, making them a suitable method for gaining insights from industry experts or experienced consumers. Focus groups and surveys may not provide enough depth, while social media studies and secondary data mining studies may not provide specific enough information about individual opinions.

Question 18

Firms that use cameras to monitor the movements and activities of customers as they shop create:

Accepted Answer

Monitoring customers with cameras raises ethical concerns about invasion of privacy and can potentially violate their rights. While it may provide some useful data for the firm, it may not be worth the negative impact on customer trust and loyalty.

Question 19

Zan wants to collect considerable information about the current opinions of his ten most important customers.Zan will probably use the ________________ research method.

Accepted Answer

In-depth interviews would be the best method for Zan to collect considerable information about the current opinions of his ten most important customers. This method allows for open-ended questions and personalized responses, giving Zan a better understanding of his customers' opinions and thoughts. Social media monitoring, experimental research, primary data mining, and observation methods may not provide the same level of depth and personalized information as in-depth interviews.

Question 20

Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured questionnaire but is not sure what responses to include for each question.Randall could use ________________ to help him develop his questionnaire.

Accepted Answer

Randall could use in-depth interviews with college professors to gain insight into the factors that influence textbook selection. Through this method, he can ask open-ended questions and allow the professors to elaborate on their thoughts and experiences, which can help him identify potential responses to include in his questionnaire.

Quiz 9: Marketing Research